The TV ad will focus on MSC’s new slogan “The world’s most beautiful”, and will be screened on ITV, Channel 4, Channel 5 and Sky throughout January.

Antonio Paradiso, MSC’s UK and Ireland managing director, said: “We are delighted to take this next step in increasing the visibility of our brand in the UK. In the last three years our incredible growth has amounted to great success thanks to the support of UK and Irish travel agents, and we believe this campaign marks the start of our next phase of expansion.”

The campaign accompanies MSC’s wave campaign, which will see a complimentary premium drinks package included with “Fantastica experience” bookings on all summer 2019 and winter 2019/20 sailings to destinations including the Mediterranean, Caribbean, Northern Europe and the emirates.

The brand is also bringing back its MSC Choctacular agent incentive. From January 1, the MSC sales team will hand out chocolate bars to agents, with more than 600 containing hidden gold or silver tickets.

Golden ticket winners’ prizes range from a place at the Bellissima naming celebrations to VIP tickets to Chelsea FC, of which the line announced sponsorship earlier this year. Silver ticket prizes include Venchi chocolate, Lego models and spa hampers.

The incentive will run until March 2. Agents can schedule a visit by calling their local MSC account manager.